While Pepto-Bismol’s advertising budget was once comprised of 90% television, that figure is now down to 10% with the majority of advertising dollars geared toward digital marketing, most notably its YouTube and Facebook advertising surrounding food-related holiday events. Clickz.com reports that the shift to online advertising has increased sales for the Procter & Gamble brand.
For the Cinco de Mayo holiday, the brand’s YouTube channel is featuring a video gadget called “Piñata Smash” that allows viewers to create videos with lively piñata-gashing activities. The :30 videos convey the message that Pepto-Bismol has you covered after the fiesta. Pepto is planning to feature these videos on the YouTube homepage. The videos will also be distributed on the company’s Facebook and Twitter pages.
Leading up to the holiday, Facebook video ads will appear on users’ newsfeed pages, and Pepto display ads that link to a special online video are scheduled to appear on Evite.com.
“The piece we ultimately want to see is an increase in our sales during these time periods,” said Kristin Stutz, assistant brand manager for Pepto. “The ultimate end goal measure is to ensure that our activities are building the business.”
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Written by Michael Del Gigante